MARKETING TERM of the WEEK: Last Act Edition

What are you measuring when an analytic model assigns credit to the final action before conversion?

ANSWER

Last-touch attribution assigns credit to the final action before conversion. Multi-touch attribution takes into account all the marketing and other factors that led to a sale or a conversion. READ MORE…

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Marketing Term of the Week ©2025 Universal Marketing Dictionary – a project of the Marketing Accountability Standards Board.

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